Dairy presentation criticised

Press, 29 March 1984, Page 19

Dairy presentation criticised

PA Palmerston North Marketing of New Zealand dairy, meat and vegetable products in Singapore is abysmal, says a Massey University educationist. Dr Graham Hunt.

Butter wrapped in “horrible” greaseproof paper sells for $2.25 for 250 g. Butter from Ireland, Germany, France, Denmark and Australia in foil packets in attractive colours is selling for $1.85. A litre of New Zealand milk in dowdy white plastic containers sells . for $5.20 while Australian milk in attractive cardboard containers sells for $3.05 to $3.40. New Zealand cheese was

on sale simply wrapped in plastic film. It appeared to have been exported in bulk and cut into pieces for selling. French and Danish cheese was attractively individually wrapped. Some New Zealand processed cheese such as the range for Butland Industries was, however, attractively packaged.

A lot of New Zealand meat was on sale but was more expensive than other meat and displayed without advertising posters.

Other meat, such as beef from Australia and the United States, had large advertising posters.

Dr Hunt said that in 18 months he did not see any

New Zealand potatoes. Nor did he see New Zealand tomatoes or lemons. Occasionally there were apples. Dr Hunt, a senior lecturer in instructional systems in Massey’s education department, said he had expressed his concern to the New Zealand High Commission in Singapore and to marketers there. The stock answer was that everyone knew New Zealand milk and butter and meat and everyone knew the quality. “New Zealand hasn't begun to tap the potential in its own back yard.” he said. “I think we still send our marketing people to the Far East on sort of perk trips. I

doubt if any of them actually go to supermarkets and talk to the managers.”

The Dairy Board has defended its marketing of products in Singapore. The board's assistant general manager, Mr John Parker, said that New Zealand had one-third of the Singapore dairy products market.

He said that if that was an abysmal performance it was one every country exporting to Singapore would be delighted to emulate.

That "horrible greaseproof paper," Dr Hunt referred to held 80 per cent of the market, Mr Parker said.